Digital Marketing

The sources of knowledge B2B tech consumers depend on most

B2B buyers report that they rely most on product demos and vendor websites when evaluating potential technology purchases. This is evident from recent research by TrustRadius.

The report is based on data from a survey conducted in September 2020 among 907 B2B technology buyers and 227 B2B technology providers.

Approximately 58% of shoppers say they rely on product demos to evaluate B2B technology purchases, and 51% say they rely on vendor websites.

Other popular sources of information include user reviews (45% of shoppers say they use them), vendor salespeople (43%), and free trials / accounts (41%).

Free Trials / Accounts are rated by shoppers as both the most influential and trusted source of information about B2B technology products.

B2B technology vendors say the tactics / content types they most commonly use to engage buyers are marketing collateral, product demos, case studies, websites, and customer testimonials.

About the Research : The report is based on data from a survey conducted in September 2020 of 907 B2B technology buyers and 227 B2B technology providers.

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